Great photography and copy needs the right paper
Kärcher publishes its first worldwide customer magazine “difference” which covers a series of stories on cleaning. The magazine deals with "cleanliness" slightly differently than usual and uses storytelling to bring the reader closer to the subject. In addition to the usual facts and figures the publication also includes stories about cleaning from the most diverse areas of life as well as the relevance between typical marketing target groups and how these groups also play a role for Kärcher.
This first edition of the perfect-bound brochure was produced in two languages (German and English x 200 copies of each) using digital print technology. Metapaper ROUGH Coldwhite was the paper of choice; selected for its special texture and its very pure white shade. The contents were produced using 240gsm and 300gsm for the envelope and postcards contained inside. The postcards are a series of small cards of Kärcher products which can be easily removed from the booklet by perforation. A magazine that is simple but has an appealing content and design.